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Bold Experimenters
My hair expresses my unique, fun, and ever-changing personality, sometimes incorporating dye, pomade, mousse, gel, or extensions. With so many products and frequent changes, I invest in my hair’s health with innovative, eco-friendly ingredients and stylist recommendations—it’s worth my time, and I’ll pay a premium if I must! I discover brands through celebrities, influencers, YouTube, Instagram and Tik Tok, preferring those with my social values.
Cool Curl Embracers
I want my hair styling products to showcase my favorite thing about my hair—my curls. I seek out numerous, specialized products for my hair, with a focus on curl enhancement and frizz control that will minimize damage and preserve hair health. I tend to shop at mass merchandiser and club stores, as I am unconcerned with trends.
Simple & Slick Perfectors
I want my hair as smooth and straight as possible with quick and effortless styling, and I’ll spend more to get it. I mostly shop at mass merchandisers and club stores, where I am loyal to my preferred brands. I trust my routine over any trend.
Simple & Slick Perfectors use minimal products and alterations on their mostly straight hair. Products hold their hair as smooth and straight as possible in classic looks that they have stuck to for years. They use products that fit invisibly into their hair and a routine they feel confident in.
This segment is concerned with hair loss and thick or runny products. They look for a good hold and wet look in products from trusted brands that will be gentle on their hair. They also invest in health-focused styling products, prioritizing their appearance.
Simple & Slick Perfectors mostly buy from mass merchandisers, like Walmart, and consistently buys from classic, premium brands, such as Herbal Essences. They rarely stray from their product routine, but may occasionally ask their stylist, friends and family for hair product advice.
This predominantly male group enjoys online sports content, Twitter / X and Reddit and maintains a relaxed, family-oriented attitude.
Proud Protectors
I’ve always worn my coily hair in protective styles, so I seek products that will moisturize and detangle my hair. I also use wigs, extensions and add-ins, looking to influencers and YouTube for style inspiration. I shop at specialty and beauty supply stores for newer brands with natural ingredients that are designed to protect the health of hair like mine.
Heated Habitual Holders
I need maximum hold and volume from my hair styling products, even if they contain artificial ingredients. I often use hair spray and dye on my hair, so I do worry about its health and seek out advice from my hairstylist and other industry experts. I will use a brand consistently if it meets these unique needs. I maintain more traditional styles and will pay more for salon-quality results.
Heat Crafted Naturals
I want voluminous, naturally wavy, and pretty, shiny hair, so a blow dryer is my favorite hair styling tool. To minimize heat damage, I look for products with heat styling protection and anti-frizz capacities. I take inspiration from hair stylists and want a traditionally feminine style.
Basic Budgeters
Hair is a minimal concern and spend in my life, so I spend little time and effort on a repeat style with as few products and steps as possible. When it comes to shopping for hair styling products, I just browse shelves at supermarkets and grocery stores, usually buying what I’ve always used. I don’t need any healthy ingredients or “salon” mentions to make a purchase decision.
Basic Budgeters have mostly straight or wavy hair that they use little to no products on. They rarely think of their hair’s health, skip salons, curl or heat treatments, and stick with effortless styles they’ve used for years. They want products to minimize styling steps and address general hair concerns, as they do not color their hair or seek innovation, and offer a good, long-lasting hold at a low price.
In shopping, this segment feels most frustrated with limited selections in their low-price range. They spend little on styling products, browsing at supermarkets, pharmacies, or mass merchandisers. While they rarely seeks out hair styling product information, they might speak with a store employee while shopping. Basic Budgeters browse for brands in the moment, preferring everyday, cost-effective, and value brands like Suave.
In life, Basic Budgeters do not follow trends or identify closely with any cultural subgroup.